Great design is simple design; and simple design is the ability to portray a concept or idea in the most clear and concise manner possible. This applies to both visual and written marketing materials, and can be a great way to boost the credibility and appeal of your business.

Simple design = simple language

Sales copy, blog posts, and even strap lines can all benefit from a literary strip-down. As a rule, try to avoid jargon at all costs; and where possible use layman’s terms to describe products and services.

The likelihood is, you’ll find that people respond more positively when they don’t feel as though they’re being talked down to. If you treat your customers like equals, they’ll be more open and trusting.

Be economical

Let your images and words compliment each other. If you can use a picture to communicate a message that would otherwise require a paragraph of text, then go for the picture.

Equally, try to avoid using images that show exactly what is being described in the text.

Experiment with taking up less space, whether it’s online or on the page. Giving your message room to breathe can not only add to its aesthetic appeal, but will make it stand out from its cluttered rivals. Try incorporating white space, or widening the margins for a printed article.

Embrace minimalism

Why not try reducing the colour palette of your website or logo? The fewer the colours, the bolder the image, the more striking the impression.

Review your business’s strap line: Can you shave a word or two off? Is a strap line necessary at all?

Also, where possible, avoid combining large images and large text. Too much visual stimulus may be off-putting or confusing.

Never underestimate the power of simplicity in any form of communication. Not only does it help you to appear more confident and credible, but your clients will appreciate the much needed break from jargonland.

For more on the power of simplicity, download our free ebook! How Good Design Makes Marketing Sense.